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MPub: Intro to Marketing Tactics & Principles

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* What is marketing …

* What is marketing
* History of marketing channels
* Notes on Clay Shirky lecture

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  • 1. Marketing Tactics & Principles for Publishers Adjunct Professor: Monique Trottier monique@boxcarmarketing.com You should follow me on twitter @boxcarmarketing
  • 2. Boxcar Marketing Photo credit: Kris Krug monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 3. What is marketing? monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 4. What is marketing, really? • Conversation • Collaboration • Community monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 5. Learning Objectives monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 6. It’s not the tools,it’s how we use them monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 7. Timeline of Marketing Channels monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 8. The 7-Sentence Marketing PlanWe plan so we can measure.We measure so we can improve. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 9. The Culture of the Web monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 10. Theory• Organizing without Organizations• Markets As Conversation• Open Brand monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 11. BreakAfter the Break, we’ll watch a 40-minute video• "Clay Shirky on New Book Here Comes Everybody," YouTube, http://www.youtube.com/watch?v=A_0FgRKsqqU monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 12. Clay ShirkyHow do the social & economic effects of internet technologies alter marketing and publishing? monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 13. Our Behaviour Is DifferentToday Than It Was Yesterday monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 14. There are 4 Revolutions in Social History• The introduction of the printing press (changes reading and writing)• The telegraph and the telephone (changes communication)• Recorded media (changes music, records, radio)• The harnessing of broadcast media (changes how we view images + sound) monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 15. We Are Now Living Through a 5th Revolution:The internet revolution monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 16. Key PointsThis revolution is a combination of the 4 previousrevolutions. • Printing Press: The web brings us Movable Type, Wordpress, ExpressionEngine, Blogger and many other digital printing presses that allow anyone to become a publisher. • Phone: VOIP, voice over internet protocal, allows for companies like Skype to bring us telephone and teleconferencing. • Recorded Media: MP3s, RealPlayer and others brought us streaming audio, podcasts and peer-to-peer file exchange. • Broadcast Media: And the web is images, text and sound. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 17. Freedom of the Press, Freedom of Speech & Freedom of Assembly 1. Sharing 2. Conversation 3. Collaboration 4. Collective Action monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 18. 1. Sharing• Think of delicious.com and other social bookmarking tools like StumbleUpon, Google Bookmarks• Social bookmarking is an example of how we do something for ourselves that benefits the group.• By social bookmarking, we have an easy way to see our bookmarked webpages from any computer. If we make the list publicly available, then we help others filter for good content based on the wisdom of the crowd. i.e., if more people bookmarked this article vs. that article, then I’ll check out this one first.• Tagging allows us to see the commonalities, which means tagging becomes a platform for organization. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 19. 2. Conversation• Example HDR photos: Totally lovely, difficult to produce. In the real world, it used to take 7 years for a technique like that to move into the hands of the masses. With tools like Flickr for online photo sharing, it now takes 3 months.• Online, groups get better together.• Comment fields, like tags, are a platform for organization. Threaded conversations are communication and sharing. monique@boxcarmarketing.com Photo credit: http://www.flickr.com/photos/stuckincustoms/953669278/sizes/s/in/photostream/ twitter: @boxcarmarketing
  • 20. 3. Collaboration• Shirky uses the example of Aeqisub, which is a group dedicated to captioning Japanese anime and bringing it to the US.• Another example of collaboration is Wikipedia, where there are 175 different language groups working to add, refine and update wikipedia. In some cases, Wikipedia is the only encyclopedia in that language.• Both are examples of individuals synching with the group. monique@boxcarmarketing.comPhoto Source: http://www.flickr.com/photos/mikeeperez/2453225976/sizes/m/in/photostream/ twitter: @boxcarmarketing
  • 21. 4. Collective Action• The hardest to get going.• Shirky paraphrases William James, "thinking is for doing." Our brains are for deciding courses of action.• Publishing is, therefore, a course of action.• But the media publishes not for action, but for a journalistic notion of the news.• Bloggers, however, leverage attention to affect change or to reach a shared goal.• Kiva.org or the Zombie Walk would be good examples. monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 22. Shirky points out that inhighly democraticenvironments, new tools areused for entertainment.Whereas in low democraticenvironments, new tools area potent element used forcollective action. http://www.flickr.com/photos/wigwam/1460462925/sizes/l/in/photostream/ http://www.flickr.com/photos/irisheyes/5417964426/sizes/o/in/photostream/ monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 23. The Tools Have ChangedSource: Darren Barefoot monique@boxcarmarketing.comhttp://www.flickr.com/photos/dbarefoot/1814873464/sizes/o/in/photostream/ twitter: @boxcarmarketing
  • 24. The Culture of the Web monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 25. Points to Remember• Revolutions happen, and will continue to happen• The tools don’t change the game, our behaviour changes the game• Understanding behaviour (or the motivating factors) of why people do certain things is more important than understanding how the tool works• Conversation, collaboration and community are the fundamentals of publishing & marketing monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 26. Group Exercise In groups of 4, you are going to use social media tools and online collaboration tools to create a page for a cookbook. 40 min.As a group, agree on the type of recipe (appy, main, dessert). 5 min.Assign each member of your group to a different task: 1. Find a recipe online. 10 min. 2. Create a Google doc (http://doc.google.com) and share with the group. Enter the Recipe Name. 2 min. 3. Write the recipe description. 10 min. 4. Search for a creative commons photo to use on Flickr.com and embed it in the Google doc. 5 min. http://www.flickr.com/search/advanced/ Share with monique@boxcarmarketing.com monique@boxcarmarketing.com twitter: @boxcarmarketing
  • 27. Next Steps• Course Outline: http://bit.ly/mpub-course-outline• Darren Barefoot and Julie Szabo, Introduction and Chapter 1, Friends With Benefits, xxiii – 20• Chris Anderson, "The Long Tail," Wired 12.10, http://www.wired.com/wired/archive/12.10/tail.html• Chris Locke, Doc Searls, David Weinberger and Rick Levine, "The Cluetrain Manifesto," http://www.cluetrain.com/• Kelly Mooney and Nita Rollins, Open Brand monique@boxcarmarketing.com twitter: @boxcarmarketing

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